Your Brand Has Changed—Now Tell the Right People the Right Way

Different stakeholders need different messages—but all deserve a clear explanation.
Customers, partners, and media each care about the brand from their own perspective. Proactive communication ensures that they understand the shift, stay confident in your business, and become advocates for the next chapter.

Why it's Important

Builds trust by keeping people informed before they ask questions
Prevents confusion, misinterpretation, or concern around the brand change
Reinforces relationships with partners and press
Turns your launch into a story worth sharing—not just a design update
Ensures consistency across all external-facing teams and materials

How to Implement

Craft tailored communication for each key audience.

Customers
Send a brand announcement email explaining what’s changing and why
Use a customer-first tone—focus on benefits, not internal milestones
Update in-app messages, help center articles, and onboarding flows
Include visuals (before/after) to build familiarity
Offer reassurance: product, pricing, support remain stable
Partners
Share a short, personalized note or call explaining the shift
Provide partner-ready brand assets and updated talking points
Reaffirm shared values, mission alignment, and opportunities
Be clear about what they need to update on their end (logos, links, etc.)
Media / Press
Prepare a press release or founder letter that tells the story behind the rebrand
Position the change as part of company growth or strategic evolution
Offer interviews, quotes, and visuals for coverage
Brief your PR agency or press contacts in advance of the public launch
Make all brand assets easy to access via a press kit or media page
Cross-functional Teams
Align customer success, sales, product, and marketing around shared language
Create a single source of truth for FAQs and messaging guidance
Equip customer-facing teams with scripts and email templates

How You Know You Got It Right

Customers respond with support and curiosity—not confusion or concern
Partners actively share and reinforce the new brand in their own channels
Press mentions accurately reflect your intended message
Your support team receives fewer brand-related questions post-launch
External stakeholders repeat your brand language without needing a script
You see increased traffic and engagement on launch-related content
Team members confidently explain the rebrand in their own words

Real-World Examples

Twilio SendGrid

Communicated a brand evolution clearly to customers and developers with educational content and visual cues

Gusto

Rebranded from ZenPayroll with a narrative email campaign explaining the bigger mission behind the change

Segment

Paired their messaging refresh with clear updates to partners and press, aligned with product improvements

Make It Better

Use founders or execs to narrate the “why” behind the change
Build a brand announcement kit for partners to easily update their assets
Include quick-hit language in support docs: “You might notice our new look…”
Offer transparency around what’s not changing (service, leadership, values)
Monitor feedback and respond proactively post-launch

Don't Make These Mistakes

Announcing without context—especially to loyal users or long-term partners
Focusing only on design updates instead of strategic purpose
Leaving sales or support teams unprepared to answer questions
Overloading all audiences with one-size-fits-all messaging
Forgetting to update media kits, press links, or partner assets